5 Simple SEO Tips That Will Help You in 2018

In 2017, business adopted new ways to market their products and services. Aside from this, this also changed the way their get better ranks on search engines through SEO Pakistan. According to hubspot, around 12 billion searches are done online each month. With SEO Trends, you can get quality traffic and boost your brand at the same time. Here are a few SEO tips that can still work for you in 2018.

1. Social Content

With the passage of time, content from the major social media platforms, such as Twitter, Facebook and LinkedIn will be more important on SERPs. As a matter of fact, around 76% of marketers make use of social media in order to boost SEO. So, we suggest that you try your level best to rank your posts or tweets higher on search engines.

2. Videos Will Rule

Videos work well in keeping the viewers entertained and engaged. Aside from this, videos can help you improve your search engine ranking as well. According to a report from Marketing Land, 62% of Google searches are for videos. So, it's a good idea to make videos part of our content. According to Quicksprout, you can improve your rank by up to 50% if you create and upload videos as well.

So, what you need to do is upload your videos on YouTube, which will improve your video SEO.

3. Mobile Optimization

Make sure your business website is mobile-optimized. This is even more important if your audience is not located in one specific city or country. Actually, people use different devices like smartphones, laptops, and tablets to use the web. As a matter of fact, most of users access the Internet through their cell phones. Therefore, it's important that you make your website optimized for these devices.

4. Voice Search

Nowadays, people use voice search, especially when they are on the go. This is true about mobile phone users. It's more convenient as you don't have to type keywords in order to conduct a search query. Today, around every phone comes with a voice search functionality. So, make sure your content is searchable via voice search commands.

5. Content Aggregation

Over 80% of Google searches are for images, videos, news, social media, maps, local, wiki and Knowledge Graph, according to Digitalcurrent. So, based on these stats, we can say that people search for sources that offer information about a certain topic or subject.

It's important to note that content aggregation is a good way of displaying, sharing, presenting, consolidating and collating content about a pre-determined criteria so that a larger target market could be appealed.

Long story short, if you want to appeal to a large audience in 2018, we suggest that you realize the importance of social media, include videos in your business content and follow all the SEO techniques that were working for you in 2017. With good ranking, you can build strong influence in addition to enhancing your brand. Therefore, we suggest that you consider the updates from Google. Hopefully, these tips will help your business.

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Search engine optimization Trends To Watch For In 2018

New Year is coming your direction and like each year, without a doubt, you are prepared with the rundown of resolutions. Resolutions are imperative in individual as well as in proficient life also, as they control you the correct way and give you the desire to attempt a few endeavors to accomplish something significant in your life. There are such a significant number of patterns change after consistently according to the refresh in the Google calculation, thus, it's chance you have to look for patterns in 2018. All in all, what are you sitting tight for? Look beneath and see where you really are and what transforms you have to improve in your system for results.

Site Quality Matters: No uncertainty, Google work to fulfill its clients and, accordingly, on the off chance that you need to come in its great book or enhance the positioning, so you need to enhance your site quality. This may expand web movement and site visits, pages per session and skip rate, and so on.

Twofold The Quality Of Your Content: Content enhances your site and expands client time on your site too. In this way, in the event that you need to hit the objective in the coming year, you should think of more significant substance that empowers return to of your guests.

Cell phones Become Primary Search Device: No uncertainty, portable is vital than at any other time and in the coming years, it is utilized as an essential inquiry gadget that enhances your site visit than the desktop one. You should focus on it for better outcomes.

Enhance User Experience: Another SEO slant you have to watch in 2018 is the change in client encounter. It is your obligation to ensure that your client will get the best understanding on your site, which naturally builds their odds of transformation.

Included Snippet Is Talk Of The Town: Make beyond any doubt you make a few strides and fundamental activities to streamline your site to come in the highlighted scrap that drives in more client and useful for the rank of your site.

Ascend In Visual Search: In the previous couple of months, visual pursuit rise and this is another pattern you have to watch in 2018 to get awesome results. This may enhance your quests and get the consideration of your guests.

These patterns are particularly critical for the development of your business and you shouldn't underestimate it. For any assistance, ensure you counsel an expert SEO master that handle your site rank and take it to the following more elevated amount in your specialty.

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5 Predictions For SEO In 2017

Search engine optimisation is an ever-evolving field, there are new trends and predictions every year. If you are searching for your business to take a better position in search engine results pages of Google and Bing, being conscious of the trends set to impact the SEO must be the prime focus of your company.

Here are my top five picks for the SEO trends in 2017:

Accelerated Mobile Pages

The increase in the accelerated mobile pages is all set for 2017. AMPs are basically open source protocol that permits the webmasters to develop pages that have the skill to load instantly on the mobile devices. The idea, that small structural amendments can make the site load four to five times faster, using eight times lesser data. Google already has started to favor those websites that have switched over to AMPs, giving them more visibility in a carousel with a small symbol showing their AMP status.

Related Keywords

Those days are long gone when you would repeat one keyword all through the post or page. To make your post optimised properly, you need to add the main keyword phrase in the first paragraph of the content, in the title, in the last paragraph, in a heading or subheading, in the header of the image filename, text title, and Alt text. Nonetheless, you need to add related keywords all the through the article.

Video Content

This trend has been on the rise for more than years, video content is said to take the SEO industry in 2017 and beyond. It is predicted that video marketing will become one of the most effective methods of marketing content on social media platforms. Technologies like Instagram, Periscope, Snapchat, and others will also be utilized for making short videos and interactive images for the branding of companies.

Mobile-First Indexing

Google announces mobile first indexing on 4th November 2016, nonetheless, they didn't specify when this change will happen. At present, desktop-first indexing is still incomplete influence, even though, 2017 is almost certain the year when the change will happen. This consequently, still gives many people the chance to create a mobile version with any possible structure, making pages and content presented both in desktop and mobile versions and reconsider all the conversion optimisation and user experience offered on mobile and desktop.

Dense Content

With the period of time SEO has evolved dramatically, 2017 will be seeing the trend of "Dense Content", users are tired of reading lengthy and boring content, and topics that are covered in a comprehensive manner lose the attention of the reader very quickly. The reader needs accurate and meaningful information in the lesser content. When we say dense content it doesn't mean lengthy content, dense here refers to content that has material which is of use for the reader and is easy to understand.

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7 Things You Can't Avoid for SEO in 2017

Search engine optimization, or SEO is the technique of optimizing a website in a way that it can be seen on the top of the search engines results like Google, Bing and Yahoo. By working on its internal and external features in compliance with the Google SEO rules, website owners can optimize their websites.

While the benefits of SEO are many, it isn't very easy. One needs to keep immense patience and stay updated with minute by minute industry happenings. It is for this reason, organizations hire internet marketing companies to outsource their SEO needs.

In this article, we've compiled a list of some SEO trends postulated by the top SEO companies that every digital marketer should follow to become successful.

Unique Content

As known, "Content is the king". Writing unique and quality content is the most important SEO tool for the digital marketers. The content should be relevant with a unique title. It should be original and fresh and not copied from other websites and blogs. Also, your content should have the right keywords in the right density according to the Google guidelines. The standard practice used in the SEO writing is to keep 3 to 4 percent keyword density. You should also add images in your content to make it more interesting, visually.

Target Geographical-Based Clients

In 2017, a new trend is at its dawn. Marketers will target their customers based on their geographical locations. With the rapidly evolving trends, and people using customized web searches, this is become a necessity for the digital marketing companies to follow SEO practices based on specific locations and preferences of their target audience.

Location based SEO will ultimately help business owners to optimize their website content based on certain specifications and ensure high ranking on SERPs. For this, business owners should specify geographical location of their organization and geo-specific meta tags on their website.

Long Tail Keywords

Keywords have been a key aspect of SEO practices over the years. However, there have been many changes in the last few years in the use of keywords and keyword density. While today keywords are still important, keyword density is no more a factor. Instead using long tail keywords are gaining more popularity and will prevail in the year 2017. Using lengthy keywords and phrases or organic keywords will be common for attaining maximum visibility in the search engines.

Blogging

Blogging is another common SEO trend used to enhance search rankings on popular search engines. Blogging and writing quality articles for platforms such as WordPress and Bloggers is a great way to improve brand visibility. With the help of blogging, businesses can target a broad spectrum of their audience. Text-based and video blogging will rise in the coming year.

Business Directories

Using business directories will greatly rise in the year 2017. Though this has been a popular SEO practice for businesses in the last few years, it'll still increase greatly. As SEO experts believe in creating links with business directories, both local and global, it will continue to enhance the visibility of their website considerably in the search engines.

Accommodate Customized Searches

It's a fact that search pattern of users greatly vary and depends on their like, dislikes, needs and behavior. In the coming year, business owners would need to understand these user patterns and fulfill their expectations accordingly. As a business owner, it is important to identify these personalized searches in order to rank high in the search engines.

Conclusion

Over the years, the face of SEO has transformed extensively. To keep up with the evolving trends, organizations can hire top SEO service provider companies. They can guide you in the most recent industry trends and optimize your website in such a way that it is ranked at top in the search engines.

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Ongoing Research and Maintaining Your Rankings

The web is always changing. New pages are being created, and old ones removed or changed, at a pace that is hard to comprehend. In addition, search engines like Google are always adjusting their algorithms to keep up with changes on the web.

It’s not too surprising then, that the keywords your rank for, and where exactly you rank, are going to be in a state of constant flux. It is possible to maintain certain rankings long-term, but to do so generally requires some preparation.

In order to maintain good rankings for your top performing keywords you need to continue to develop content around those keywords, update and maintain your internal links within the site, and continue to draw in links from external sources.

How exactly do you do that!?!

• Draw on your collection of related keywords to create new content. In our last email about blogging we discussed motorcycle helmets. You could write multiple posts that include several keywords from your collection. Ex: “How Much Should a Motorcycle Helmet Cost?” and “How Safety Features Affect Motorcycle Helmet Prices”.
• Periodically review your site to make sure your internal links are accurate and functional. That won’t take long for small sites, but if your site is larger, you may need to use a tool like Screaming Frog SEO Spider (sounds scarier than it is). The SEO spider can crawl through all the content on your site and help you identify issues.
• Promote your site online and offline (getting press certainly never hurts).
• Share your content on social media, using relevant keywords, as always.

Tracking your keyword rankings and which pages are being ranked, is an important part of ongoing keyword maintenance.

One issue that you can run into as you add content to your site is that two pieces of content can step on each other’s toes. It is possible, for example, to have your ‘motorcycle helmets’ category page ranking for ‘mens motorcycle helmets’ instead of the ‘men’s motorcycle helmets’ sub category page. Of course, that’s still in the right ballpark, but ideally you want your visitors to land right on the exact products they are looking for.

Potential ways to resolve such issues:

• Update page titles to be more clear and differentiated.
• Add or remove keywords from one page or the other.
• Adjust the wording of your internal links.
• Add meta data or other clarifying information to the page (check out schema.org).

It’s likely that whatever your industry, there are going to be new buzzwords, new product types, and new language that will be used to describe your offering.

Beyond simply maintaining your existing keywords, you need to periodically return to your keyword research to make sure that you aren’t missing out on any opportunities that have come up since you last checked.

How to Track Your Keyword Rankings

AuthorityLabs allows you to track rankings in Google, Yahoo, and Bing. Most people are concerned with Google rankings, but keyword rankings are hard to track yourself because results given to users are based on several factors – location, search history, being logged in, etc.

This is where the AuthorityLabs tool can help. Users can add keywords and have the tool track their keywords by country, city and zip code. Also, users can track mobile results as well. By seeing where you rank before marketing and SEO efforts and seeing where you rank after you can determine what is working and what is not. Additionally, you can determine which rankings return an ROI via analytics.

Track, maintain, then expand.

The process of tracking and maintaining your keyword rankings by adding additional content to your site has a side benefit. Not only will you preserve your existing rankings, but you will probably start ranking for related keywords, as well as others you did not anticipate. In the next email we will explain how to find out what those new keywords are so you can target those as well.

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Cribbing from the Competition

In our last email we explained how to assess the level of competition for your keywords. Now we're going to look a little closer at the content of your competitors' sites...

Let's start by doing a few searches for your main keywords.

Note the competitor sites that come up. Visit each one and ‘view source’ on their pages to look at the ‘keywords’ meta tag. The ‘keywords’ meta tag isn’t actually good for anything any more, but most people still include it, and the keywords there can give you an idea of what your competitors are going for.

While you’re visiting your competitor’s sites, pay attention to titles they use for blog posts and other content.

If they are paying attention to SEO and doing keyword research (which it’s possible that they aren’t), you should see relevant keywords being included in page titles, blog post headlines, sub-heads, and elsewhere in the content.

Using Spyfu

Spyfu is an SEO research tool that can be very helpful when it comes to researching the competition. Enter your own site URL and select the ‘Competitors’ tab in the ‘SEO Research’ section and it will show you a list of competitor sites related to yours.

Click over to the ‘SEO Keywords’ tab and you will find a selection of the keywords your site is ranking for:

Switch over to a competitor's domain and you can see the keywords that they are ranking for:

That report provides estimates for how much traffic those keywords get and how much they’re worth to you or your competitors.

The ‘Kombat’ tab is a great way to find keyword opportunities. It will show you keywords where at least two of your competitors are ranking, but you are not.

AuthorityLabs’ competition analysis report provides another method for assessing competitive keyword performance. Input a few of your top competitors and the system will check through the list of keywords you’re monitoring and give you a rankings breakdown like this:

This allows you to see weak spots in your own rankings, the strengths of your competitors, and keywords where a bit of SEO legwork could really put you ahead.

Once you have identified those opportunities you can start looking at ways to put those keywords to work. In our next email we will discuss one of the most common ways to do exactly that.

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Actionable guide to SEO in 2016

The year of 2015 was relatively calm for SEOs. But no matter how peaceful the current SEO landscape looks, it doesn't mean you can lean back in your chair and relax!

Penguin and Panda are still out there, as well as the new ranking signals (like mobile friendliness or https). So, to help you catch the wind and brush up your SEO skills, our SEO specialists' team has prepared a list of recommendations SEOs should focus on right now.

Chapters:

1 Be findable

2 Master Panda survival basics

3 Learn to combat Penguin

4 Improve user experience

5 Be mobile-friendly

6 Earn social signals — the right way

7 Revise your local SEO plan

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CHAPTER 1 Be findable

The rule is simple — search engines won't rank your site unless they can find it. So, just like before, it is extremely important to make sure search engines are able to discover your site's content — and that they can do that quickly and easily. And here's how.

1. Keep a logical site structure

 Good practice

• The important pages are reachable from homepage.
• Site pages are arranged in a logical tree-like structure.
• The names of your URLs (pages, categories, etc.) reflect your site's structure.
• Internal links point to relevant pages.
• You use breadcrumbs to facilitate navigation.
• There's a search box on your site to help visitors discover useful content.
• You use rel=next and rel=prev to convert pages with infinite scrolling into paginated series.

 Bad practice

• Certain important pages can't be reached via navigational or ordinary links.
• You cram a huge number of pages into one navigation block — an endless drop-down menu or something like this.
• You try to link to each & every inner page of your site from your homepage.
• It is difficult for users to go back and forth between site pages without resorting to Back and Forward browser buttons.

An example of a logical site structure:

An example of a clean URL structure:

www.mywebsite.com/product-category-1/product-1

www.mywebsite.com/product-category-2/product-3

2. Make use of the XML sitemap & RSS feeds

The XML sitemap helps search bots discover and index content on your site. This is similar to how a tourist would discover more places in an unfamiliar city if they had a map.

RSS/Atom feeds are a great way to notify search engines about any fresh content you add to the site. In addition, RSS feeds are often used by journalists, content curators and other people interested in getting updates from particular sources.

Google says: "For optimal crawling, we recommend using both XML sitemaps and RSS/Atom feeds. XML sitemaps will give Google information about all of the pages on your site. RSS/Atom feeds will provide all updates on your site, helping Google to keep your content fresher in its index."

 Good practice

• Your sitemap/feed includes onlycanonical versions of URLs.
• While updating your sitemap, you update a page's modification time only ifsubstantial changes have been made to it.
• If you use multiple sitemaps, you decide to add one more sitemap only if yourcurrent sitemaps have already reached the limit of URLs (up to 50 thousand per each sitemap).
• Your RSS/Atom feed includes only recently updated items, making it easier for search engines and visitors to find your fresh content.

 Bad practice

• Your XML sitemap or feed includes the URLs search engines' robots are not allowed to index, which is specified either in your robots.txt, or in meta tags.
• Non-canonical URL duplicates are included into your sitemap or feed.
• In your sitemap, modification time is missing or is updated just to "persuade" search engines that your pages have been brought up to date, while in fact they haven't.

3. Befriend Schema markup

Schema markup is used to tag entities (people, products, events, etc.) in your pages' content. Although it does not affect your rankings, it helps search engines better interpret your content.

To put it simple, a Schema template is similar to a doorplate — if it says 'CEO Larry Page', you know whom to expect behind the door.

 Good practice

• Review the list of available Schemas and pick the Schemas to apply to your site's content.
• If it is difficult for you to edit the code on your own, you use Google's Structured Data Markup Helper.
• Test the markup using Google'sStructured Data Testing Tool.

 Bad practice

• You use Schemas to trick search engines into believing your page contains the type of info it doesn't (for example, that it's a review, while it isn't) — such behavior can cause a penalty.

4. Leverage rich answers

In 2015 we observed the growth in the number of rich answers in Google search results. There are various types of rich answers. Basically, a rich answer is a snippet that already contains a brief answer to the search query. It appears above other organic search results and thus enjoys more exposure.

Any website has a chance to be selected for the rich answers. Here are a few things you may do to increase your chances to get there:

1) Identify simple questions you might answer on your website;
2) Provide a clear direct answer;
3) Provide additional supporting information (like videos, images, charts, etc.).

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CHAPTER 2 Master Panda survival basics

"Panda" is a filter in Google's ranking algorithm that aims to sift out pages with thin, non-authentic, low-quality content. This means getting rid of thin content and duplicate content should be high up on your 2016 to-do list.

1. Improve content quality

 Good practice

• These days, it's not enough to keep your content unique in a sense that it passes the plagiarism test. You need to createreally useful, expert-level content and present it in the most engaging form possible.
• You block non-unique or unimportant pages (e.g. various policies) from indexing.

 Bad practice

• Your website relies on "scraped" content (content copied from other sites with no extra value added to it). This puts you at risk of getting hit by Panda.
• You simply "spin" somebody else's content and repost it to your site.
• Your website includes too many pages with little textual content.
• Many of your site's pages have duplicate or very similar content.
• You base your SEO strategy around anetwork of "cookie-cutter" websites(websites built quickly with a widely used template).

Keys4Seo tip tip:
Use WebSite Auditor to check your pages for duplicate content

2. Make sure you get canonicalization right

Canonicalization is a way of telling search engines which page should be treated as the "standardized" version when several URLs return virtually the same content.

The main purpose of this is to avoid internal content duplication on your site. Although not a huge offense, this makes your site look messy — like a wild forest in comparison to a neatly trimmed garden.

 Good practice

• You mark canonical pages using the rel="canonical" attribute.
• Your rel="canonical" is inserted in either the <head> section or the HTTP header.
• The canonical page is live (doesn't return a 404 status code).
• The canonical page is not restricted from indexing in robots.txt or by other means.

 Bad practice

• You've got multiple canonical URLsspecified for one page.
• You've got rel="canonical" inserted into the <body> section of the page.
• Your pages are in an infinite loop of canonical URLs (Page A points to page B, page B points to page A). In this case, search engines will be confused with your canonicalization.

Keys4Seo tip tip:
Use WebSite Auditor to check your pages for duplicate rel="canonical" code

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CHAPTER 3 Learn to combat Penguin

Google's Penguin filter aims at detecting artificial backlink patterns and penalizing sites that violate its quality guidelines in regards to backlinks. So, keeping your backlink profile look natural is another key point to focus on in 2016.

 Good practice

• Your website mostly has editorial links, earned due to others quoting, referring to or sharing your content.
• Backlink anchor texts are as diverse asreasonably possible.
• Backlinks are being acquired at amoderate pace.
• Spam, low quality backlinks are eitherremoved or disavowed.

 Bad practice

• Participating in link networks.
• Having lots of backlinks from irrelevant pages.
• Insignificant variation in link anchor texts.

Keys4Seo tip tip:
Check backlinks' relevancy with SEO SpyGlass

Keys4Seo tip tip:
Detect spammy links in your profile

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CHAPTER 4 Improve user experience

Quite a few UX-related metrics have made their way into Google's ranking algorithm over the past years (site speed, mobile-friendliness, the HTTPs protocol). Hence, striving to improve user experience can be a good way to up your search engine rankings.

1. Increase site speed

There are quite a few factors that can affect page loading speed. Statistically, the biggest mistakes site owners make that increase page load time are: using huge images, using large-volume multimedia or other heavy design elements that make the site as slow as a snail.

Use Google's PageSpeed Insights to test your site speed and to get recommendations on particular issues to fix.

Keys4Seo tip tip::
Optimize your pages' loading time with WebSite Auditor

2. Improve engagement & click-through rates

The Bing and Yahoo! alliance, as well as Yandex, have officially confirmed they consider click-through rates and user behavior in their ranking algorithms. If you are optimizing for any of these search engines, it's worth trying to improve these aspects.

While Google is mostly silent on the subject, striving for greater engagement and higher click-through rates tends to bring better rankings as well as indirect SEO results in the form of attracted links, shares, mentions, etc.

3. Consider taking your site HTTPs

In August 2014, Google announced that HTTPs usage is treated as a positive ranking signal.

Currently there is not much evidence that HTTPs-enabled sites outrank non-secure ones. The transition to HTTPS is somewhat controversial, because

a) Most pages on the Web do not involve the transfer of sensitive information;
b) If performed incorrectly, the transition from HTTP to HTTPS may harm your rankings;
c) Most of your site's visitors do not know what HTTP is, so transferring to HTTPS is unlikely to give any conversion boost.

4. Get prepared for HTTP/2

HTTP/2 is a new network protocol that should replace the outdated HTTP/1.1. HTTP/2 is substantially faster than its predecessor. In terms of SEO, you would probably be able to gain some ranking boost due to the improved website speed.

On November 06, 2015 John Mueller announced in a G+ hangout that Google Bot will soon be able to crawl HTTP/2 websites. At the time of writing, about 70% of web browsers support HTTP/2. You can keep track of HTTP/2 support by browsers on "Can I Use".

HTTP/2 is likely to become a "must" soon. Thus, keep an eye on the issue and be ready to implement this feature when required.

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CHAPTER 5 Be mobile-friendly

The number of mobile searches may soon exceed the number of desktop searches. With this in mind, search engines in general and Google in particular love mobile-friendly websites.

Mobile-friendliness has become a minor ranking factor for the mobile SERPs. You can test if your website is mobile-friendly using Google's Mobile-Friendly Test.

On October 07, 2015 Google introduced Accelerated Mobile Pages Project (AMP). As the name implies it aims to provide a more streamlined experience for mobile users. The technology consists of three elements: special HTML markup, AMP JavaScript, and a content distribution layer (the latter is optional). The AMP search is currently available only on mobile devices. You may give it a try at g.co/ampdemo.

 Good practice

• Your page's content can be read on a mobile device without zooming.
• You've got easy-to-tap navigation and links on your website.

 Bad practice

• You are using non-mobile-friendly technologies like Flash on your webpages.

Keys4Seo tip tip:
Use mobile-friendly test in WebSite Auditor

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CHAPTER 6 Earn social signals — the right way

Search engines favor websites with a strong social presence. Your Google+ posts can make it to your Google connections' organic search results, which is a great opportunity to drive extra traffic. Although the likely effect of Twitter or Facebook links on SEO hasn't been confirmed, Google said it treats social posts (that are open for indexing) just like any other webpages, so the hint here is clear.

 Good practice

• You attract social links and shares withviral content.
• You make it easy to share your content: make sure your pages have social buttons, check which image/message is automatically assigned to the post people share.

 Bad practice

• You are wasting your time and money onpurchasing 'Likes', 'Shares' and other sorts of social signals. Both social networks and search engines are able to detect accounts and account networks created for trading social signals.

Keys4Seo tip tip:
See your site's social signals in SEO PowerSuite

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CHAPTER 7 Revise your local SEO plan

In August 2015, Google reduced the number of results in the local pack from 7 to 3 and removed addresses and phone numbers. The search engine made it harder for SEOs to get to the local pack; however, a new map view has been added with up to 20 spots for the search results.

What has changed is that local rankings are now more dependent on the IP address of the user. You can read more on how to adjust your local SEO strategy to the new Google's update in this guide.

Keys4Seo tip tip:
Check website authority in SEO PowerSuite

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What's coming in SEO in 2016?

Here are the main SEO trends for 2016, as predicted by our in-house SEO team:

SEO remains part of multi-channel marketing
Customers can find your business through social, paid search, offline ads, etc. Organic search is an integral part of a complex path to conversion. Just be aware of these other channels and get savvy in additional spheres, if necessary.

Google now gets searcher intent & context
The keyword is no longer the gravity center of a ranking. Google now also looks at synonyms, your niche connections, location, etc. to see if you fit the bill (=query). The good news is that you don't need to get too hung up on specific keywords to prove you're relevant to a query.

The end of search monopoly might be near
According to comScore in 2015, both Yahoo! and Bing continued to steadily increase their search market share.

No quick results, no easy SEO
With its latest iterations of Panda & Penguin and the penalties Google dished out to link networks, the search engine widened its net for spam — and became even better at detecting sites with unengaging content or unnatural link patters.

Traffic stays on Google increasingly
Google has definitely stepped up its effort to provide immediate answers to people's searches. And, with the increasing number of rich answers, this tendency for stealing traffic from publishers will likely increase.

Paid search expansion
A few years ago, Google changed Google Shopping's organic model to pay-per-click. It is possible that Google will make yet another organic vertical paid. Local Search is the best candidate for the change, since Local Search results are dominated by businesses selling a product or a service, and this vertical is innately commercial.

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